"Life. Be in it." is an ongoing Australian government programme and advertising campaign launched in the 1970s that encouragedpeople to be more active and participate in recreational sports or other physical activities. The television advertisements for the programme are cartoons featuring people doing a wide range of activities, with a catchy tune "Be in it today, live more of your life". The main character is Norm, a middle aged man with a prominent beer belly, meant to represent a "normal" Australian bloke. The idea for Norm and the advertising came from Philip Adams and Alex Stitt; Stitt drew all the cartoons.

The program began in 1975 with the Victorian state government, the brainchild of Brian Dixon the Minister for Youth, Sport and Recreation and a former Australian rules footballer. In 1977 the federal government took it national. Federal funding ended in 1984, redirected towards elite programs. Life Be In It continued for a time working with other groups like the National Heart Foundation of Australia, before going into hibernation. In 2000 the program was revived, with new government funding, as a strategy against obesity. Australia's national adult obesity rate at that time was reckoned as second only to the USA.

Norm was initially created to represent the 'Norm-al' man/woman and to reflect the problems inactivity, obesity and lethargy made prevalent in today's society. Norm's popularity is quite remarkable. Perhaps it can in part be attributed to the fact that Norm is so lifelike. All of us know a Norm. We recognise 'Norm' in all shapes and sizes and in reality, there is probably a bit of Norm in all of us. Another factor in Norm's popularity lies in his sense of humour. His tongue-in-cheek asides help us identify with him. We smile at Norm because it is easy to relate to him. He is credible and, like a lot of Australians, communicates through humour, making his point in a light-hearted fashion.

Part of the second phase was the introduction of Norm's sister, Libby, a zany, fun-loving individual, a foil for her brother's slothful attitude to anything beyond changing TV channels or ripping the top off a tinnie. She is the antithesis of Norm, her vitality arising from active involvement in life. She exercises regularly, eats wisely, cares for her appearance and enjoys trying new activities. She often follows trends in exercise and body care, but also gains pleasure from joining in community-based activities. Her enthusiasm actively encourages others to become involved.